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Historic study on 150 years of Heineken

150 years of Heineken: Brewery, brand, and familydescribes the impressive national and international expansion of the brewing company acquired by Gerard Heineken in 1864. What is the secret of success? Exploring the themes of innovation, internationalization, competition and cooperation, marketing, human capital, and corporate governance, the authors Prof. Keetie Sluyterman and Dr Bram Bouwens analyse the history of the company. The book will be presented on 22 August during an international conference of the European Business History Association held at Utrecht University.

From the very start, the brewery recognised the importance of innovation. At the same time, Gerard Heineken, his fellow board members, and their successors were constantly on the lookout for growth opportunities. As early as the 1930s, they started expanding into Asia, Africa, and America. While they competed with other businesses, cooperation was also an important instrument.

Thanks to a consistent marketing and advertising strategy, Heineken became a global brand with a distinctive ‘green’ identity. Alfred Heineken protected this brand and ensured a continuing role for the Heineken family. Yet because of the strict financial limits that he imposed, the company was at risk of falling behind its competitors in the 1990s. Through four major acquisitions in the 21st century, Heineken re-emerged as the world’s third largest brewing company, while maintaining its close ties with its founding family.

Book presentation
The book launch will be held on Friday 22 August from 17.00-18.00 hrs. If you would like to attend (and you are not a conference participant), please register before 21 August with Dr Joost Dankers,

Title: Brewery, brand and family: 150 years of Heineken / Heineken: 150 jaar brouwerij, merk en familie
Authors: Keetie Sluyterman en Bram Bouwens
Publisher: Boom, 2014
ISBN: 9789461058072 (Dutch version), 9789089534293 (English version)

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